Social Media Strategy: Marketing and Advertising in the Consumer RevolutionRowman & Littlefield, 22.10.2015 г. - 256 страници Social Media Strategy is your guide to practicing marketing, advertising, and public relations in a world of social media-empowered consumers. Grounded in a refreshing balance of concept, theory, industry statistics, and real-world examples, Keith Quesenberry introduces readers to the steps of building a complete social media plan and how companies can integrate the social media consumer landscape. This simple, systematic text
FOR PROFESSORS: Ancillary resources are available for this title, including a sample syllabus and templates for social media audits, content calendars, storylines, and more. |
Съдържание
Introduction | 1 |
PART I An Overview of Social Media | 5 |
PART II No Hype A Strategic Framework That Works | 41 |
Part III Choose Social Options for Target Message and Idea | 83 |
Part IV Integrating Social Media across Organizations | 161 |
Part V Pulling It All Together | 197 |
Appendixes | 211 |
231 | |
About the Author | 239 |
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accessed February 17 accessed January 18 activity Answers Benefit Cosmetics big idea blog Blogger blogging platform campaign Citysearch content marketing create crowdsourcing customer service Digg engagement Facebook Flickr forums Foursquare Friendster global Google Google+ Identify increase influence Instagram Integrated Marketing Communications interactive Internet January 18 Journal key performance indicators leverage LinkedIn marketers and advertisers messages microblogging million mobile app negative organization percent Pinterest podcasts posts product or service promotion Quesenberry Quora ratings and reviews Reddit reports response sharing smartphone social bookmarking social channels social media audit social media channels social media marketing social media monitoring social media plan social media strategy social network Social Plan story StumbleUpon Subservient Chicken talk target audience tool traditional marketing Tumblr tweets Twitter type of content updates users wiki Wikipedia word-of-mouth WordPress Yahoo Yelp YouTube